Month: November 2013

Loyalty programs can help you stimulate repeat business, attract and retain new customers, and boost your sales. But it is important to get your customers to adopt your program. Make sure you kick-start things right. Here are 5 tips from Mass Mobile’s most successful merchants that will help get your new loyalty program off to a strong start:

1. Sell your staff on the idea first.

Get your staff excited about your loyalty program, and they’ll talk it up frequently with customers.

2. Get the word out early.

Let your customers know via existing marketing methods, like facebook and twitter….Use professional point of purchase signage. Your existing customers are already in your store making purchases, why would they not want to join your loyalty program.

3. Offer a juicy first-time signup special.

Trying anything new can be daunting, so your first offer should be an extra-enticing one. Customers should feel it’s a no-brainer to clear the hurdle of signing up or learning, just to earn that juicy starter reward. Once they see how easy and fun it is to use, you’ll hook them for good.

4. Demo it live!

Seeing is believing. Offering a tablet version of the app would help customers see how easy and fun it is to use.. Once customers see your program is simple to use, it’s a snap to keep using it.

5. Promote, promote, promote.

There are plenty of ways to spread the word about your new loyalty program. Different customers pay attention to different channels, so make sure you’re trying to reach them every way you can. This is not something you are not already doing, include the app store logos in any marketing material you use going forward. Remember adoption is the key. Here are a few venues to remember:

Display signage about your program at the counter, or tables, or where customers pick up their orders.

Prompt your staff to ask customers if they are already a member with each transaction, and make sure they can explain the program benefits clearly. (Better yet, incentivize your staff to make this happen.)

Add an app store, and google play logo button to your website, Facebook, and Twitter pages – and talk up your program on social media often.

.A smart customer loyalty program can move the needle for your business – but a strong launch is key to unlocking the full benefits. If you’re a Mass Mobile member (or curious about becoming one), don’t hesitate to contact us for more pointers on getting started right.

There is a distinct difference between loyalty programs that reward for loyalty or those programs that reward for frequency. It is of utmost importance to differentiate between the two; since a customer may repeatedly purchase from a retailer because he/she may have no other options available to them. This is a key distinction because when competitors become an option for a customer, loyalty is critical to whether or not a business will be successful. Therefore a business must strive to create loyal customers not just frequent customers.

An ideal program would reward the existing loyal customer and include the future potential loyal customers. Since as many as 45% of first time buyers do not revisit a small business to purchase a second time. As a result the goal should be to acquire those customers that are likely to purchase for a second time, even if there is an initial cost for the business owner. The focus of the marketing dollars should be directed towards customers that fit the profile of existing loyal customers. A loyalty program can retain existing customers by offering higher rewards through the accumulation of points. Most retailers notice positive feedback from their customer when they redeem the points accumulated, thus connecting the retailer and customer in a positive way. By providing a higher level of service, with the introduction of a loyalty program, offering extended hours during holiday periods, or having no hassle exchange and return policies a business owner will attract a loyal/frequent customer.

The acquisition of new customers through a loyalty program is largely dependent on how valuable and exciting the rewards are perceived to be by potential customers. New customers should be targeted by demographic profiles and be executed based on the history of existing loyal customers. However not all customers are beneficial to a business owners bottom line. Some customers can actually cost more to keep then the amount of purchases that they generate. For example when a retailer offers an incentive to bring customers in, i.e. door crasher, the customer that comes in only for that item actually costs the business money.

The recovery of an existing customer is 3-4 times more likely than acquiring a new one. Since there are advantages in knowing their purchase history and ways to reach them, a business owner should be vigilant in knowing when a customer may have been lost to a competitor. It is important to recognize this early enough to entice them back. By rewarding them for their loyalty most customers feel appreciated and recognized. Customers that are pleased with the product or service, are more likely to share their experience with others. This type loyalty cant be beat; creating brand advocates for your business.

The businesses that rank extremely high in customer satisfaction, implement a strategy called “implementation of intentions”. This is “if then planning.” For example if a business is late with the delivery of an item to its customer, it can offer a token gift to reset that customers internal clock. Most customers are more sympathetic when a solution to their problem is trying to be reached, and therefore becomes more accommodating. By being proactive many complaints could be avoided. This approach also can be used if the circumstance is less then ideal for the customer; i.e. A salesperson must, especially in smaller retail environments, be able to assist their customers, helping them find sizes, staying past closing times… A sales person must always use good judgement in all customer interactions.

Sometimes the sales staff may have to be innovative, to show what lengths they are willing to go for their customer to have a satisfying experience. By being attentive to a customers needs, staff should develop practices for meeting those needs. If a customer is unable to find an item that the outlet usually stocks, then that customer should be contacted when those items are re stocked. The customer now feels his needs have been acknowledged, and is pleased with the service he has received.

There are no shortcuts to anyplace worth going. Companies that seize their opportunity to deliver outstanding customer service will likely earn customers for life. If a business is just as concerned about the next transaction, as it is with the current one, they are likely on the right track.